The impact of CSR on customer satisfaction and loyalty in the hotel industry
Article Sidebar
Main Article Content
Abstract
The significance of socially responsible activities in tourism has been growing over the years due to their impact on the natural environment, the development of local communities and the performance of enterprises. Research on the impact of CSR on consumer behavior and attitudes is an important area of scientific inquiry. The subject of the article focuses on the relationships between CSR activities of hotel enterprises and consumer attitudes. The aim of the study is to present the results of a pilot study on the above-mentioned relationships and to evaluate the selected research method and research tool. It was assumed that hotels’ socially responsible activities have a positive impact on customer satisfaction and loyalty. The paper presents research topics related to CSR in the hotel industry and the results of a pilot study conducted on a sample of 40 respondents who spent their holidays in hotels that have implemented socially responsible activities in Poland in 2023. The preliminary results of the pilot study indicate the relationships between CSR and satisfaction and customer loyalty, and they do not indicate any irregularities in the developed research methodology and the prepared survey questionnaire.
Downloads
Article Details
This work is licensed under a Creative Commons Attribution 4.0 International License.
The author of the article declares that the submitted article does not infringe the copyrights of third parties. The author agrees to subject the article to the review procedure and to make editorial changes. The author transfers, free of charge, to SGH Publishing House the author's economic rights to the work in the fields of exploitation listed in the Article 50 of the Act of 4 February 1994 on Copyright and Related Rights – provided that the work has been accepted for publication and published.
SGH Publishing House holds economic copyrights to all content of the journal. Placing the text of the article in a repository, on the author's home page or on any other page is allowed as long as it does not involve obtaining economic benefits, and the text will be provided with source information (including the title, year, number and internet address of the journal).
References
Accenture [2021], Business or leisure? Why capturing the post-pandemic leisure traveler is the urgent priority for travel companies, April 21, https://www.accenture.com/us-en/insights/travel/leisure-travel-industry-recovery (data dostępu: 20.01.2024).
Ahn J., Kwon J. [2020], CSR perception and revisit intention: the roles of trust and commitment, „Journal of Hospitality and Tourism Insights”, vol. 3 (5), s. 607–623.
Borkowska-Niszczota M. [2015], Społeczna odpowiedzialność biznesu turystycznego na rzecz zrównoważonego rozwoju na przykładzie obiektów hotelarskich, „Ekonomia i Zarządzanie”, nr 7 (1), s. 368–392.
Borys T., Bugdol M., Puciato D., Szromek A. R., Geryk M. [2023], Motivations for hotels to undertake pro-ecological activities – opinions of hotel guests, „Economics and Environment”, vol. 87 (4), s. 673–721.
Dębski M., Andrzejczyk R., Borkowska-Niszczota M., Krawczyk A. [2022], Consumer Attitudes towards Pro-ecological Activities in Accommodation Facilities, „Journal of Intercultural Management”, vol. 14 (2), s. 66–83.
EC [2011], A renewed EU strategy 2011–2014 for Corporate Social Responsibility, Communication From The Commission to the European Parliament, the Council, the European Economic and Social Committee and the Committee of the Regions, European Commission, Brussels October 25, https://eur-lex.europa.eu/legal-content/EN/TXT/PDF/?uri=CELEX:52011DC0681 (data dostępu: 20.01.2024).
EP [2021], EU strategy for sustainable tourism, European Parliament resolution of 25 March on establishing an EU strategy for sustainable tourism, 25 March, Brussels, https://www.europarl.europa.eu/doceo/document/TA-9-2021-0109_PL.html (data dostępu: 20.01.2024).
Freeman R. E., Phillips R. A. [2002], Stakeholder theory: A libertarian defense, „Business Ethics Quarterly”, vol. 12 (3), s. 331–349.
Hair J. F., Risher J. J., Sarstedt M., Ringle C. M. [2019], When to use and how to report the results of PLS-SEM, „European Business Review”, vol. 31 (1), s. 2–24.
Hill N., Alexander J. [2003], Pomiar satysfakcji i lojalności klientów, Oficyna Ekonomiczna, Kraków.
Horng J. S., Tsai C. Y. [2019], An assessment model of corporate social responsibility practice in the tourism industry, w: Font X., Lynes J. (red.), Corporate Social Responsibility for Sustainable Tourism, Routledge, London–New York, s. 59–78.
Johann M. [2021], Społeczna odpowiedzialność przedsiębiorstw turystycznych, Oficyna Wydawnicza SGH, Warszawa.
Johann M. [2023], Społeczna odpowiedzialność przedsiębiorstw turystycznych w warunkach pandemii COVID-19, „Kwartalnik Nauk o Przedsiębiorstwie”, nr 68 (2), s. 43–54.
Jurczuk A. [2020], Idea zrównoważonego rozwoju w hotelarstwie na przykładzie sieci Radisson Blu, w: Wojciechowska J., Makowska-Iskierka M. (red.), Warsztaty z geografii turyzmu, Tom 10: Krajoznawstwo a turystyka, Wydawnictwo Uniwersytetu Łódzkiego, Łódź.
Karim R. A., Rabiul M. K. [2022], The Relationships of Corporate Sustainability, Customer Loyalty, and Word of Mouth: The Mediating Role of Corporate Image and Customer Satisfaction, „Journal of Quality Assurance in Hospitality & Tourism”, s. 1–21.
Latif K. F., Pérez A., Sahibzada U. F. [2020], Corporate social responsibility (CSR) and customer loyalty in the hotel industry: A cross-country study, „International Journal of Hospitality Management”, vol. 89, s. 102565.
Lund-Durlacher D. [2015], Corporate social responsibility and tourism, Education for sustainability in tourism: A handbook of processes, resources, and strategies, s. 59–73.
Martínez P., Del Bosque I. R. [2013], CSR and customer loyalty: The roles of trust, customer identification with the company and satisfaction, „International Journal of Hospitality Management”, vol. 35, s. 89–99.
Martínez P., Pérez A., Del Bosque I. R. [2014], CSR influence on hotel brand image and loyalty, „Academia Revista Latinoamericana de Administración”, vol. 27 (2), s. 267–283.
Mazur-Wierzbicka E. [2018], Społeczna odpowiedzialność biznesu w branży hotelarskiej, „Ekonomiczne Problemy Turystyki”, nr 41 (1), s. 59–66.
Oliver R. L. [1997], Satisfaction: A behavioral perspective on the customer, McGraw-Hill, New York.
Oliver R. L. [1999], Whence consumer loyalty? „Journal of Marketing”, s. 33‐44.
Roemer E., Schuberth F., Henseler J. [2021], HTMT2 – an improved criterion for assessing discriminant validity in structural equation modeling, „Industrial Management & Data Systems”, vol. 121 (12), s. 2637–2650.
Sarstedt M., Hair J. F., Ringle C. M. [2022], “PLS-SEM: indeed a silver bullet” – retrospective observations and recent advances, „Journal of Marketing Theory and Practice”, vol. 31 (3), s. 261– 275.
Su L., Pan Y., Chen X. [2017], Corporate social responsibility: Findings from the Chinese hospitality industry, „Journal of Retailing and Consumer Services”, vol. 34, s. 240–247.
WTTC [2022], Travel & Tourism Economic Impact Global Trends, August, World Travel & Tourism Council, https://wttc.org/Portals/0/Documents/Reports/2022/EIR2022‑Global%20Trends.pdf (data dostępu: 20.01.2024).
Zeithaml V. A., Bitner M. J., Gremler D. D. [2013], Services Marketing. Integrating Customer Focus Across the Firm, McGrawHill.
Zientara P., Kujawski L., Bohdanowicz-Godfrey P. [2015], Corporate social responsibility and employee attitudes: evidence from a study of Polish hotel employees, „Journal of Sustainable Tourism”, vol. 23 (6), s. 859–880.